Involved Media Connected Audience Report Spring 2024:

CTV

It’s crucial for media companies, advertisers, and marketers not just to understand the streaming landscape but to anticipate changes by making informed decisions about engaging audiences across all platforms.

In an effort to help our brands develop the most effective strategies, Involved Media conducted the Connected Audiences Report in both the United States and Canada, asking consumers about their media habits across linear and connected TV as well as radio and streaming audio.

View Results

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STUDY DETAILS

Sample Size (n)=2002
Sample Controlled to Census
Survey Fielded: Late December 2023 into January 2024.
Topic Extension: Connected Audio
Previous CTV study run in Q4 2022 for comparison

Key Highlights

Overview of connected video viewership
Reach comparisons between platforms, not just how much, but where and when
Demographic comparison between audiences
Drivers of platform sign up
Strength and weakness of top platforms

The Streaming Vide-verse

95%

of respondents are streaming any video

72%

of respondents are streaming U-Gens

87%

of respondents are streaming SVODs

52%

of respondents are streaming FASTs

Prime Video on pace to overtake Netflix

Amazon has successfully leveraged its ad-supported tier and live sports into double-digit growth.

While any SVOD viewership represents 87% of respondents, 66% are watching SVOD ads, up from 52% a year ago.

The services that saw growth all were about to stream NFL games last season.

FAST channels have lost momentum

FAST channels have gone from the new exciting thing in streaming to just apart of the streaming landscape.

39% of people who have ever watched a FAST service did not do so in the last month. (Compare this to 8% of people who have ever watched an SVOD)

The one exception is Amazon’s Freevee with like Prime had growth far outpacing the market.

The Twitch audience, just a subsect of the YouTube audience

94% of Twitch Viewers also watch YouTube.

In fact: 68% of all Twitch viewers are watching YouTube daily and only 9% of Twitch viewers are watch YouTube less than weekly.

95% of daily Twitch Viewers are watching YouTube weekly or more.

Time Spent by Video Platform

Linear TV still the platform with the most weekly+ viewers, by YouTube leads in daily viewers.

High and consistent rates of respondents trying different services show the maturing of this market.

Ad breaks don’t interrupt SVOD’s time spent

SVOD time spent is similar across userbases.

Outside of Netflix, we see ~25-30% of the standard SVOD audience are daily viewers, ~50% are weekly viewers, and the rest are less consistent viewers.

Netflix stands out with significantly higher daily viewer than other platforms.

SVODs are most common daily video source, but Linear remains unique

More respondents still watch Linear TV as their only daily video platform than any other platform type, representing 42% of daily linear viewers.

FAST channels and Linear TV have the least overlap in daily viewers likely due to their overlapping offerings.

Extremely few people are just relying on FAST channels for their daily entertainment. These are more supplemental to the media that respondents pay for

The reach of SVOD content is not the same as the reach of ads

When looking at SVOD viewers that view with ads, the daily linear audience only stands out more.

FAST channels and Linear TV have the least overlap in daily viewers likely due to their overlapping offerings.

Extremely few people are just relying on FAST channels for their daily entertainment. These are more supplemental to the media that respondents pay for

24% of respondents are not reachable by any ad-supported video type daily

The weekly viewership universe allow for more overlap

When looking at SVOD viewers that view with ads, the daily linear audience only stands out more.

Only 22% of respondents only watch one category of video on a weekly basis with most watching 2 or more.

This is especially true with FAST services. Only 98% of weekly FAST viewers watch another platform type on a weekly basis – roughly 3/4s also watch both AVODs and UGENs

Only 6% of respondents are not reachable by any ad-supported video type weekly

Mapping Platform Indexes

Daily audience aligns with the audiences we can consistently reach using different platform types.

User-generated content attracts a younger, less financially established, more male audience, while linear maintains an older target, and SVODs higher-income parents.

When only looking at SVODs viewed with ads, the higher index on household income is minimized, but the over-representation of parents is consistent.

Smaller streamers struggle to maintain active viewers, with the exceptions of live news & weather, and sports.

The big streamers like Netflix, Max, and YouTube have been going after niches like anime, premium movies, and educational content making it hard for the services only in these niches to gain or even retain audience.

Prime’s growth, tied to their new NFL relationship in 2022, slowed, but Freevee is still expanding

52% of respondents started using a new streaming video service in the last year, from December 2023.

This was right inline with 2022 show that even though the total market reach is not expanding, consumers are still trying new services